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Behaviour change and incentive
modelling for water saving:
first results from the SmartH2O project
Jasminko Novak, Mark Melenhorst, Isabel Micheel,
Chiara Pasini, Piero Fraternali, Andre Rizzoli
2
Motivating households to save	water
Key question:	
How	can users	be motivated to sustainably change	their water	
consumption behaviour and how smart	meter	feedback	can
support	this process?	
In	SmartH2O	we	have	developed a	behavioural change	support	
system	to encourage household water	saving.	
Current	work
• Incentive	model	and behavioural change	approach	for the
SmartH2O	system.	Key elements:	
• Smart	meter	feedback,	consumption visualisations,	and gamification
• First	evaluation results from a	real-world pilot
3
Changing household water	behaviour
MonitoringActionContemplation
Pre-
contemplation
Changing water	consumption behaviour is	perceived as	a	multistage process
Different	stages,	different	needs,	different	incentives
Transtheoretical model	of	behavioural change	(Prochaska &	Di	Declemente,	1992)
The	role of	gamification:	the use of	game	design	elements in	non-game	contexts
(Deterding,	2011)
• Virtual,	social,	and physical rewards keep	users	engaged
• Rewards are	interwoven with mechanisms that promote behavioural change.	
• Ongoing usage of	the SmartH2O	system	is	expected to build intrinsic motivation,	
resulting in	a	sustainable change	of	behaviour
4
SmartH2O	incentive	model
MonitoringActionContemplation
Pre-
contemplation
Water	consumption feedback
Actionable tips Actionable tips
Virtual,	social,	physical rewards
Self-set	goals
Hybrid online	and card	games
5
SmartH2O	in	action:	consumption
6
Water consumptionn
Impact	of	water	
saving
Rewarding water	
saving behaviour
Easily
understandable
visualisation
Comparison w/	
past	behavior
Rewarding
goal	setting
7
SmartH2O	in	action:	gamification
8
Virtual,	social,	physical rewards
water	saving
Points	are	collected	on	four	different	thematic	areas.	The	SmartH2O	
system	features	badges	and	a	leaderboard.
Thematic	areas:	
data	collection
water	efficiency	education
participation
Social comparison
Award	
achievements
9
Validation:	two case	studies
LOCARNO | CH
~400 smart water meters installed
VALENCIA | ES
~490,000 smart water meters installed
Two real-world deployments of	the	SmartH2O	platform
• Swiss	case	study (Tegna):	small-scale validation
• testing and tuning of	the	incentive	model	and gamification techniques
• testing the	measurement infrastructure,	system	and user	acceptance
• Spanish	case	study (Valencia):	large-scale validation
• full-scale operational roll-out	of	a	new	EMIVASA	customer	service
• validation of	SmartH2O	real-world impact	in	water	saving
10
First	results:	Swiss	case	study
Consumption
class
Average
reduction
Low 41.2%
Medium-low 26.9%
Medium-high 41.2%
High 21.2%
Overall 33.8%
Seasonal influences account	for
25-30%	of	the reduction
Preliminary	results in	water	consumption reduction
First	results of	portal	with visualisations and tips,	but	
without	gamification
11
First	results:	Swiss	case	study
Status:	
• 49	registered users
• 46	for the	Drop!	Game
Positive technology
acceptance results
• Performance	expectancy
• Effort	expectancy
• Attitude	towards
technology
(UTAUT,	Venkatesh et	al.,	
2003)
Figure 33. Effort expectancy (ease of use).
Figure 34. Attitude towards using technology.
Technology	acceptance results for
visualisations and water	saving tips,	not
for gamification (yet)
12
Preliminary	gamification results
Data	show	promising lead	user	activity on	the platform,	including
interaction with gamification,	already after short	time
• Peak	activity after initial incentives	and rewards
• Activity	level	remains constant	after initial peak
• Users	interact with gamification elements (e.g.	badges,	rewards)
6
1
2
3
4
5
0
13
Conclusions and next	steps
Conclusions
• Behavioural psychology was	used to construct	a	gamified incentive	
model	for a	real-world application to save	water,	offering
support		to users	across the behavioural change	process.	
• Initial promising findings were found	in	a	small-scale pilot
Future work
• Large-scale validation in	Valencia	with potentially ~500k	
households,	featuring:	
• experimental comparison of	SmartH2O	vs.	a	control	group
• the currently presented system,	extended with social sharing
features
• supported by promotion	campaigns to recruit users

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Behaviour change and incentive modelling for water saving: first results from the SmartH2O project